Inhance Technologies
1 minute
Entering new markets
Due to its recent international expansion, additional offerings and new markets, Inhance Technologies needed a new perspective on its story that could be told more effectively and consistently worldwide. A big part of that story included better communicating its sustainability mission, of which many existing customers were unaware.
Repositioning the company
Fifth Ring envisioned a comprehensive “repositioning” of the company that would encourage new lead generation, notoriety and recognition as a leader in the specialty plastics and chemicals space.
Fifth Ring applied its brand-building and demand-generation model to move Inhance rapidly from brand strategy through to activation. The work began with a fundamental shift in positioning: rather than leading with what Inhance does, the new story led with what it delivers for customers.
The science of better
With the new brand concept enthusiastically approved by Inhance Technologies leadership, it was time for the next phase: brand activation. Fifth Ring began this phase by orchestrating an internal brand launch to present the new messaging to what would become Inhance Technologies’ group of biggest brand ambassadors.
After a successful internal launch, Fifth Ring planned the external brand launch on Earth Day to coincide with Inhance Technologies’ sustainability offering. A new website was developed using the growth-driven design methodology and a complimentary CRM system was deployed to manage customer and prospects data. The existing social media channels were refreshed to build engagement with the target market and a press release and external email campaign were launched.
Immediate traction in the first quarter.
Within the first quarter after the rebrand launch, the new brand and website drove clear commercial momentum. Website engagement climbed significantly, social channels began delivering meaningful traffic, and contact form conversions proved the new messaging was resonating with the right audiences.
94 new contacts were created, with a 7.6% contact form conversion rate on the website: strong early validation that the repositioning was working.
